Appeals in Advertising

Lines of Appeals

•According to Gillian Dyer (Advertising as Communication, Routledge 1988) advertisers use among other techniques, the following lines of appeal. They use images of, or make reference to things to tap into our desires or fears.

Happy Families

•Advertisers know that deep down everyone wants to belong.

•Fairy Liquid

Rich Luxurious Lifestyles

•Advertisers tap into our aspirational tendencies.

•Carlsberg

Dreams and Fantasy

•Nescafe 'At it's Brightest,'

Successful romance and Love

•Mingles

•Lynx

Elite people or experts

•Adidas

Glamorous Places

•HSBC

Successful Careers

•Money Supermarket

Art, Culture and History

•Honda

Nature and the natural World

•Mcdonalds

Beautiful Women

•Men and woman like looking at beautiful women, so the thinking goes: men admire them, women admire what makes the men admire them.

•Garnier

Self Importance and Pride

•Adidas

Comedy and Humour

•Cadbury's Eyebrows

Childhood

•Can appeal to either nostagia or to nurturing instincts.

•Evian